Social Media – RPIC Team TrainingSocial Media 1012016 Rotary Convention - Korea31 May 2016Andy Sternberg - Manager, Social & Digital MediaTom McVey – Social & Digital Media Specialist

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What We’re Covering Today

1. Getting started: Social Media Starts with You2. Establishing & Managing Social Media Channels3. Creating Shareable Content

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The Big Picture

• Great social media starts with you – your personal social profile– You can support and raise awareness of Rotary’s and your club’s efforts by

sharing content from your personal social channels– The first step to gaining familiarity and competency in managing your

club’s social media presence is to engage with social media personally

• Social media can play a critical role in driving your organization’s communications and priorities

• Social media can and should be a place where audiences interact, learn from and influence one another

• Maintaining an engaged presence on social channels helps to: – Increase Rotary awareness, recognition and loyalty– Drive recruitment and donations– Build relationships with both Rotary members and the general public– Reinforce community and public relations– Gain key audience insights

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Getting Started: Social Media Starts with You

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Getting Started: Key Accounts to Follow

Rotary International Channels to Follow

Rotary InternationalJohn Hewko

End Polio NowRotaract

@Rotary@JohnHewko

@EndPolioNow@Rotaract

@rotaryinternationalRotary International Rotary International

video.rotary.org

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Getting Started: An Overview of Channels

Social “Bulletin Board.” Facebook reaches internet users of all ages, providing broad reach among current and potential members.

Real-Time Newsfeed and Aggregator. Users look to Twitter for networking and real-time sharing of events and trending topics. It is popular among 18-29-year-olds, making it an effective way to reach young professionals.

Online Video Channel. Although YouTube initially appealed to teenagers, 50% of current users are over 35, and 41% have taken an action after viewing a video.

Professional Networker, Industry Discussion Facilitator. Company pages and groups appeal to current and potential members, particularly professionals who seek to network, improve their business practices, and increase their industry knowledge base.

Visual Storyteller. Instagram users, predominantly ages 18-29, enjoy behind-the-scenes-style photos from individuals and brands they share common interests with.

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Audience: Who is on Social Media?

Members and friends of Rotary are active in social media and use it to:• Connect to each other• Follow relevant news and • Support and influence action at the local and global level

The Audience - Who We’re Engaging With:1. Rotary Members2. Donors3. Media4. Key Partners and Influencers5. Fans / Followers (Prospective Members & Donors)6. The General Public

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A great way to gain proficiency in managing social media is to engage with it personally. Actively share all the great work your club and Rotary is doing on a regular basis! You’re a part of Rotary’s success and you should be proud to share. To help you get started, here are a few tips:

Like, Comment & Share

• Visit Rotary’s social channels on a regular basis to engage with content that resonates with you and you are most excited to share with your social communities.

Be Yourself

• When sharing content, speak with your own voice. • ‘Proud to be a

part of this....’ • ‘My Rotary

Club....’

Keep It Simple

• Let the project do the talking and keep copy to the point when sharing on social media. • If you add your

own voice, keep it to 1-2 sentences.

• Consider using hashtags when sharing on Twitter and Instagram. Some commonly used Rotary hashtags include: • #Rotary • #endpolio

Be Mindful

• ALWAYS be mindful and considerate before you comment or share to ensure what you are sharing is respectful to your club and the organization.

Getting Started: Engage with Social Media Personally

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Finding Content to Share to Your Profile

Sources of Content• Rotary Channels

– Find content to share from Rotary International social channels (see above for list of Rotary channels)

• Trusted Partners or Organizations– Sharing content from other trusted people or organizations is a great way to keep your

channel active

• People in Your Club/Zone/District– The people that are in your organization are great sources of content. They are often

capturing and creating their own content. Sharing this type of content helps give your broader audience a sense of the activities and vibrancy of your organization.

Notes on Sharing• When you share content, try to add an appropriate comment that connects it to

yourself or your club/district/zone. Your point of view on what you are sharing adds value.

• Be careful not to over-do the amount of content you share. What you post from your account should be a balance of your own original content as well as posts that are shared from trusted channels.

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Sharing Social Content –Examples and Tools

Facebook:• Functionality includes

ability to Like, Comment or Share an individual post

• When commenting or sharing, consider tagging others or using hashtags

• This example showcases how you can apply your own voice and add appropriate hashtags when sharing on your page.

Original Post Copy

Copy Added When Shared

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Sharing Social Content –Examples and Tools

Twitter:• Functionality includes

ability to Reply, Retweet or Like an individual post

• This example showcases how the post appears when you Retweet with your handle.

Original Post Copy

Symbol and name Added When Retweeted

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Sharing Social Content –Examples and Tools

LinkedIn:• Functionality includes

ability to Like, Comment or Share an individual post

• This example showcases how individuals positively engaged by commenting on an individual post.

Original Post Copy

Examples of Comments

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Establishing & Managing Social Channels

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Managing Your Social Channels

• Creating original content - visually appealing images and compelling statements about your club’s, district’s, zone’s activities

• Answering questions about your organization in a timely way

• Monitoring for any sensitive comments/inquiries that may arise on the page

Content Creation

Establishing a Page for your organization is just the first step. In order to maintain an active social channel, focus your efforts on three main areas.

Three main areas of managing your social channel:

Engaging Your Audience Monitoring Your Page

• Acknowledging a user’s positive comment by engaging (like or reply) with them in return

• Engaging with your audience’s or partner’s social media content. This can take the form of likes, comments, or shares

• Using Facebook Events to help raise awareness and invite the public to your planned events

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Content Creation – Writing Guidelines

• When preparing to post on your club/district/zone on your social channels, be sure to tailor your sentences to an appropriate length.

• Your audience’s attention span will vary per channel and you want to write just enough for them to understand your message. If you write too much, your audience may find it overwhelming or uninteresting.

• Below are some suggestions on ideal character length. As you post more frequently, gauge whether your audience responds (likes or shares) better to short or long posts—and adjust accordingly.

Suggested Post Length:

• 1 – 2 sentences per post

• 70 – 100 characters per tweet saves room for followers to retweet

• 140 character max

• Character limit includes links AND pictures (approx. 15 characters each)

• 1 – 2 sentences per post

• 1 – 4 sentences per post

Facebook Twitter LinkedIn Instagram

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Social Media Membership Recruitment Examples

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Social Media Project Examples

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Social Media Fundraising Examples

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Engagement

When engaging on our social channels, aim to do at least one of the following:

• Amplify the positives – Leverage posts that have value to the brand, speak well of ROTARY, and

advance the conversation around key messages

• Correct inaccuracies– Provide grounded information and resources that are credible and trusted

• Leave opinions as opinions– Do not try to sway or impose opinions on others

 • Flag and report detractors

– Follow what negatives are being discussed

• Encourage sharing– Ask open-ended questions to provoke sharing of personal opinions and

experiences

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Monitoring

It is important to monitor your social channels regularly to respond to any comments or questions. • Membership Inquiries

– To foster an inclusive image of Rotary, be responsive to questions about joining your club. A good place to direct general inquiries is rotary.org/join

• Questions about your post– If people are asking for more details about one of your posts, respond with

accurate information that you have available; if unsure, verify your answer first

• Positive or Negative Feedback– Acknowledge positive feedback with a positive reply.– Negative feedback: Leave opinion as opinion. Find a positive way to diffuse if

possible.

• Crisis Communication or Sensitive Subject Matter– If you receive any comments that you believe merit elevated attention, contact:

social@rotary.org or youthprotection@rotary.org– Examples include: abuse allegations or any other sensitive info involving youth,

allegations of discrimination against any of the protected classes.

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Monitoring

There are 3 main areas for you to monitor for comments from your community.

1. Visitor Posts on the left-hand side of your

Page

2. The Messages Inbox accessible from the tab at the

top of your Page

3. Every Post you publish can be commented on. See just below each of your posts.

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Creating Shareable Content

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Why does strong content matter?

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Everyone is a publisher.

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Algorithms Are Here to Stay--Bad News for Brands.

• To improve the user experience, all social platforms will use algorithms to select the right content for each user.

• This poses a HUGE challenge for brands.

• They now have to compete against other brands AND every single user for attention.

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The New Solution for Brands? Engaging & Activating Supporters

By consistently engaging its supporters, you can make algorithms work in your favor.

STRONG CONTENT is key to audience engagement.

It is also critical to motivating your audience to take action.

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What Makes Content Share-Worthy?

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It’s entertaining.

It’s insightful. It’s helpful.It’s news-worthy.

It’s inspiring. It’s playful.

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It’s news-worthy.

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Relates to a major news story

Educates the person

Connects the brand relevantly

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It’s insightful.

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Provides a unique perspective

Makes an emotional connection

Includes additional information

https://www.youtube.com/watch?v=-QlHUcXQhf0

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It’s helpful.

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Solves a problem for the person

Provides new resources

Is easy to understand

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It’s entertaining.

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https://www.youtube.com/watch?v=gmkYHZ31WOY

Makes the person laugh

Is unique from other content

Connects back to the brand

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It’s inspiring.

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Makes the person feel strongly

Connects to a larger community

Ties to the brand authentically

https://www.instagram.com/p/BDn-Ve8mhEe/?taken-by=charitywater

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It’s playful.

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Makes the person smile

Connects to a larger community

Ties to the brand authentically

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SHARE-WORTHY content also compels people to take action.

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SHARE-WORTHY content also matches the audience’s online behavior

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SHARE-WORTHY content also follows specific best practices.Let’s discuss what they are.

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Status updates

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1-3 short sentences.

Motivates person to click for more.

May include hashtag.

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Photos

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Makes a human connection.

Follows the rule of thirds.

Caption provides more

information.

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Infographics

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Easy to understand in a news feed

Limited to 2-3 colors

Provides context

Status update provides more info

Follows brand guidelines

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Videos

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Less than 60 seconds (ideally)

Features a narrative arc

Creates an emotional connection

Raw video equally compelling

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Blog Posts

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Anchored by strong image

Short title with key phrases

Written in conversational tone

Paragraphs 2-3 sentences

Subheadings break up text

Includes a call-to-action

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Thanks!

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Appendix

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Beginner vs. Intermediate Toolkit

Thank you for your interest in using social media to extend the mission of your club, district, or zone and to raise awareness of Rotary International! There are beginner and intermediate toolkits, each tailored to provide you with the level of information you need based on your experience with social media.

Choose the toolkit level based on how you fit the criteria below:Beginner Toolkit

I never or rarely use social media.

This is my first time creating /managing a social media page.

I need guidance at the ground level on how to do social media for my club/district/zone or to personally support Rotary.

Intermediate Toolkit

I frequently use social media.

My club/district/zone has existing social media accounts or pages.

I need guidance on how to further strengthen my social media efforts.

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Purpose

This document aims to provide best practices to members who want to support and raise awareness of the efforts of Rotary, their club, or their district on social media.

The Purpose of this Social Media Toolkit is to:

• Strengthen Rotary’s image by providing guidance on how to deliver a clear and compelling message on social media – a message that conveys what we do and how people can engage with us

• Provide a consistent approach in leveraging social media and creating a consistent experience for members and external audiences

• Clearly outline guidelines for content development, publication in social channels and community management

• Provide guidelines for social media engagement consistent with Rotary social media policy

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Understanding the Basics of Social Channels

If you do not have a personal Facebook profile and you would like answers to the types of questions listed below, feel free to explore and learn at the resource below.

Do you have these kinds of questions about your personal Facebook profile?• How do I find friends on Facebook?• How do I post a status update?• How do I post to my Timeline?• How do I post and share with a group?• How do I upload photos?• How do I share a link on Facebook?• When I post something, how do I choose who can see it?• What does the “Custom” privacy setting mean?

This Facebook resource provides a wealth of helpful answers to the questions above and much more: • Help Center – Getting Started on Facebook:

– Finding Friends: https://www.facebook.com/help/336320879782850/– How to Post & Share: https://www.facebook.com/help/333140160100643/

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Getting Started: Create a Facebook Page

Creating a Facebook Page for your club, district, or zone is a key first step to any social media communications.

Why?• Think of your Page as a virtual front door. It provides a way for the public

to find your organization online. If a person “likes” your page, they will receive the updates you post.

• As you continue to broadcast messages from your Page, you build a relationship with your audience or community online. When done well, it can yield results that can benefit your organization in real life.

• Engaging a broader audience with a public Page is an effective way to: Raise awareness of your club/zone/district Recruit new members, and Inspire partnerships or donations for projects.

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Getting Started: Create a Facebook Page

Additional considerations on creating a Facebook Page:

What if I already have a Private Group? • While a private group may be helpful for internal communication among

your group, a Page provides an effective, public way to engage a broader audience.

What about the other social channels?• While it is helpful to have other social channels (ie, Twitter Account,

YouTube Page), a Facebook Page is an important channel to establish and develop well first.

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Getting Started: Create a Facebook Page

The following outlines how to create a Facebook Page:

1. Visit: https://www.facebook.com/pages/create/

2. Select “Company, Organization or Institution”– Do not select “Cause or

Community” because it won’t allow you to leverage the equity and reputation that comes with being affiliated with Rotary International

3. Select “Community Organization” for your category

4. For Company Name, enter the name of your club or district.– This will be the name that your

audience will see whenever you communicate, so be sure it is straight-forward and consistent with official records (ie, Rotary Club of Evanston)

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Getting Started: Create a Facebook Page

Complete the set up process for your Page

Using official resources from https://brandcenter.rotary.org, populate the relevant information to finish setting up your page. 1. About:

– Provide brief, two-sentence description that summarizes your club and its mission.

2. Profile Picture– It is important to use official, high quality Rotary

logo as it helps your Page represent your club in the best possible light.

– A quick way to ensure you’re using the correct version is to use the logo the main Rotary account uses as its Facebook Profile Picture.

3. Add to Favorites– This makes it easy for you to access the page

from your Facebook profile in the future.

4. Preferred Page Audience– Localize your page – Remember you are building

this for your general public in addition to your members so you can target more broadly than the immediate area of your club’s location.

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Content Creation – Photo Guidelines

All photos uploaded to Rotary social channels should fall under one of the following criteria:

1. We’ve taken the photo or own the rights – many Rotary-owned images can be found at images.rotary.org

2. We have permission from the owner to use3. We have purchased a license to use the image online

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Using Facebook to Promote Events

Facebook Events are an effective way to raise awareness of your public events.

• Use them for the right things– Facebook Events are visible to everyone, so only use them for events where the

general public is welcome.

• Scale awareness– When people indicate they are interested or are attending the event, Facebook

tells their friends – the ripple effect aids the reach of your event.

• Complement it with feet on the ground– Don’t rely solely on a Facebook event to fill seats – it’s one tool in your toolbox.

Use it to supplement your existing efforts to promote via word of mouth, fliers and email.

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Social Media Resources & FAQs

If you are interested in learning more about managing your social channel or have a question about the social channel, explore these helpful resources:

Rotary Brand Center• https://brandcenter.rotary.org/en-GB/Guidelines

Facebook • Help Center: https://www.facebook.com/help/• Marketing on Facebook tutorial: https://www.facebook.com/business/products/pages/• Blueprint - Online modules for learning basics and advanced tactics: https://

www.facebook.com/blueprint

Twitter• Help Center: https://support.twitter.com/• Twitter Basics: Online modules for learning basics and advanced tactics.

– https://support.twitter.com/categories/281

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Question & Discussion

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The Content Design Process

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